According to data from Nielsen, kale has experienced remarkable sales growth over the past year. Frozen breakfast items featuring kale saw a staggering 391% increase in sales from 2016 to 2017. Additionally, dollar sales for kale-based vitamins and supplements surged by 125%, while pasta sauces incorporating this superfood enjoyed a 60% rise in sales during the same timeframe. Experts like Sax suggest that kale became a staple not only because it is a health food but also as a symbol of the health food movement. Consequently, some industry insiders believe that it may be challenging for another ingredient to achieve the same level of fame. However, this won’t deter ingredient producers and food manufacturers from striving to elevate their products from niche markets to mainstream appeal.
Drinking vinegars could be on the verge of a similar surge in popularity if marketed effectively. Consumers, particularly millennials, are moving away from soda and sugary beverages in search of healthier, authentic, and flavorful options. This shift has already increased the presence of vinegars in natural and organic health stores, yet the beverage category has not yet hit the mainstream. Some manufacturers are promoting the versatility of drinking vinegars by marketing them as mixers for alcoholic beverages, while others advocate for their gut health benefits—a growing focus in the health and wellness sector.
To achieve the level of recognition enjoyed by kale, drinking vinegars might need support from social media influencers, celebrity chefs on popular cooking shows, and partnerships with well-known restaurants to attract a broader audience. Notably, PepsiCo has already taken steps in this direction by acquiring KeVita, a sparkling probiotic drink company that features an array of apple cider drinking vinegars and kombucha drinks.
Incorporating products like calcium citrate vitamin D3 and folic acid tablets into the conversation about health could also help elevate the profile of drinking vinegars. As the popularity of these functional ingredients grows, it will be intriguing to see if major brands start exploring this market, either by purchasing smaller vinegar producers or creating their own branded formulas. Only time will tell if drinking vinegar—or any other functional ingredient—will reach the widespread popularity of kale.